drinks, some gelato deserts and sweet treats.
All these products reflect the company’s philosophy of high quality with Italian basis, as it
is the case for the Italian coffees.
On the one hand, Amorino serves its
ice cream in a traditional manner, meaning in
a cone, ranging from 3
different sizes (small,
medium, large), or a
cup, ranging from 5
different sizes (small,
medium, large, giant,
and super giant). On
the other hand, Amodelivers its ice
dhood friends, Cristiano rino
creams in a flower
assi, the Amorino brand shape, differentiating
itself from its compassion of the creators is petitors. Moreover,
Amorino
supplies
amental values: demand boxes of 550ml and
1100ml
to
take
severance, pleasure and home.
”
ors and decorations.
Price
Amorino sells the
small, medium, large,
giant, and super giant
ice creams at prices
of €3.50, €4.50,
€5.50, €7.50, and
€9.50, respectively.
However, the giant and super large ice creams
are only available in a cup. The takeaway boxes cost €11.50 (550ml) and €22.00 (1100ml).
Seeing that Amorino is a franchise and
is present in several locations around the
world, the price has to be uniform at a global
level. Given that Portugal has a low cost of
living, Amorino’s prices are relatively high in
relation to some of its national competitors.
Nevertheless, at a global level, these prices
are not considered unreasonable, consequently, Amorino attracts a lot of tourists. Additionally, the company has other expenditures other than costs of goods sold. The main
non-operational costs are: higher distribution
costs, since its suppliers are globally distributed; promotional, and tourist location costs.
These additional expenses explain the steepness of the prices in relation to other competitors.
Place
Amorino is already consolidated in the
market at a global level. However, concerning
this analysis, we focus on the Portuguese
handmade ice cream market. Hence, only Portuguese locations are analyzed. Amorino currently has three ice cream shops in Lisbon.
These shops are geographically distributed in
a way to reach as many consumers as possible. One store is located in the northern part
of Portugal in Porto, two in the middle of Portugal in Lisbon and, lastly, one in south of Portugal in the Algarve.
In the Lisbon area, Amorino is situated
in the heart of tourism in two locations, one in
Baixa and another in Chiado. These locations
are solemnly five minutes away from each
other (400m). Given the elevated number of
tourists, the two store’s closeness is justifiable
in order to satisfy the demand. This year,
Amorino opened one store in Porto and an-
6